Netflix is experimenting with a new AI-driven search engine that could revolutionize how users find content on the platform — and it may just be the type of technological twist suitable for a future episode of Black Mirror.
As per a recent Bloomberg report, Netflix has started to provide access to the experimental feature to a select group of subscribers. The AI search engine, developed in partnership with OpenAI, the organization behind ChatGPT, goes beyond conventional search techniques like title, genre, or actor. Instead, it empowers users to search with more intuitive and adaptable queries — including by mood — thanks to its natural language processing abilities.
While this signifies a new chapter for Netflix’s search capabilities, the integration of artificial intelligence isn’t new for the platform. The company already utilizes AI to enhance its recommendation algorithms, assisting viewers in discovering content aligned with their previous viewing behaviors.
Even with its adoption of AI for certain functionalities, Netflix has made it clear that it does not aim to replace human creatives with the technology. In an earlier statement, the company reiterated its dedication to human filmmakers, writers, and actors, asserting that AI will not usurp those roles.
At present, the AI search tool is in a restricted testing stage. It’s accessible only to specific users on iOS devices in Australia and New Zealand, and even then, only to those who choose to participate. Nonetheless, Netflix has plans to broaden the test to more regions, including the United States, in the near future.